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2025 is seeing the beginning of a new era in commerce - the Agentic One
Investing.com -- Bernstein analysts stated this week that OpenAI’s integration of a checkout system into ChatGPT marks a fundamental shift in how online commerce is conducted, ushering in what they call “the beginning of a new era in commerce — the Agentic One.”
The move, reported by the Financial Times, would allow users to complete purchases without leaving the chat interface, with merchants paying affiliate and possibly payment processing fees.
“A killer AI consumer use-case is an agent which can help us navigate the drudgery of online shopping and find the right item/service, authentic reviews, price, offers, and fill out forms,” Bernstein wrote.
They estimate this shift could lift retail e-commerce growth by 1.5 to 2.5 percentage points annually.
Bernstein sees this development as part of a broader transformation. “Agentic commerce can unlock new commercial models, transform existing ones and fundamentally change how we spend our time online,” the analysts said.
The firm notes that OpenAI’s earlier launch of Operator, with partners such as Uber (NYSE:UBER), DoorDash (NASDAQ:DASH), and Instacart (NASDAQ:CART), showed clear signs of this trajectory.
Major payment players, including Visa (NYSE:V), Mastercard (NYSE:MA), Stripe, and PayPal (NASDAQ:PYPL), are reportedly already adapting their products with AI capabilities, suggesting that card networks and processors like Adyen (AS:ADYEN) stand to benefit.
“Cards (and V/MA) appear to be the winners (not stablecoins),” Bernstein noted, while pointing out digital wallets could face disintermediation unless they evolve their roles in this ecosystem.
Still, questions remain. Bernstein flagged the scale of traffic OpenAI can command and the potential impact on “on-platform ads and payments, and direct consumer relationships” as key uncertainties.
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